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Tom WIlliams

Tom co-founded Point Forward in 2001. He has conducted over a thousand ethnographic sessions in ten different countries and worked across many industries on both B2C and B2B projects.

In the area of consumer culture, Tom’s studies have included: the opportunities for SUVs in India and Brazil, how families care for elderly relatives, the role of greeting cards in the era social networking, breath freshening needs across different types of social situations, hospital-to-home transitions, the habits of workplace lunch breaks, and the ways people manage work/life balance.

For professional and B2B projects, his work includes: the role of technology in small architecture firms, how physicians access information within their daily workflow, helping new medical centers fit into the culture of local communities, how public school superintendents can be supported by philanthropy groups, how companies can offer compelling 401k packages to their employees, and helping inpatient nurses better navigate the busy chaos of their daily work.

Tom works with consumer insight groups from top organizations, leading programs that include ethnographic research, analysis sessions, and ideation workshops. Tom holds a BA in advertising from Michigan State University and an MA in sociology from Eastern Michigan University.